Meghan Markle’s striking blue cape gown at her 2018 Fiji visit highlighted the ascent of Safiyaa, a demi-couture label founded by Daniela Karnuts. Operating between haute couture and ready-to-wear, Safiyaa emphasizes personalized craftsmanship while avoiding steep prices. Karnuts creatively filled a gap in women’s tailored fashion, inspired by the precision of men’s suiting establishments like Savile Row. Her career shift from corporate fashion to launching Safiyaa was catalyzed by a travel mishap, leading her to recognize the need for elegant, timeless pieces that defy trends.
Daniela Karnuts recognized a gap in the market for women's bespoke tailoring akin to men's Savile Row, which informed her vision for Safiyaa.
The rise of demi-couture suggests a shift in luxury fashion, where personalization is prioritized without the exorbitant costs associated with haute couture.
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